The Evolution of Content

If you're a tourism business trying to stand out online today, you’ve likely felt the challenge of producing content that actually gets noticed. The right content done well will help to drive visibility, trust, and engagement across every digital channel. But content has evolved and the way we plan, create, and share it has to evolve too.

When putting together content you need to consider how to:

• Reflect your brand identity
• Satisfy Google’s ever-changing search algorithms, AND AI search platforms
• Connect meaningfully with your audience

Here’s a look at how content creation has changed across three key perspectives: SEO, social media, and AI, and why storytelling is the common thread that can tie it all together.

1. The SEO Perspective

Then:

SEO used to mean stuffing keywords into every inch of your content. Whether or not it was enjoyable to read? Less important.

Now:

Google now prioritises high-quality, helpful content that answers real questions and is grounded in authority. And with the rise of tools like AI Overviews, ChatGPT, and Gemini, your content might be found and summarised by artificial intelligence meaning it needs to be clear, trustworthy, and useful.

And that’s where storytelling comes in. Stories build relevance and emotional resonance, which helps your content stand out not just to humans, but to algorithms scanning for value and expertise.

Tourism Tip:

Structure content with a mix of practical information and authentic storytelling. Such as why your owner started the business, or behind-the-scenes insights from your local team. These nuggets of narrative make your content rich, original, memorable, and more likely to be picked up by search engines and AI.

2. The Social Media Perspective

Then:

Social media used to be a one-way promotional channel: “Here’s our latest deal!” or “Book now!”

Now:

It’s a place where people connect with brands that feel human. Audiences want to belong before they buy and they want to be entertained, inspired, or educated. This is where story-driven content shines.

Content that performs well on social is visual, short-form, emotionally engaging, and reflective of your brand’s personality. Think guest testimonials, local legends, "meet the team" posts, or even the story behind your logo.

Tourism Tip:

People don’t just want to see what your business offers, they want to know why you do it, and what it feels like to be part of the experience. Tap into storytelling to create posts that build connection and trust over time.

3. The AI Perspective

Then:

People typed a query into Google, got a list of results, and clicked through.

Now:

Users are increasingly receiving instant answers from AI-powered tools, often without needing to visit a website. These tools summarise top-ranking content and aim to give the “best” answer right away. That means your content needs to be AI-friendly -  make it clear, structured, well-written, and rich in useful detail. Storytelling can give your content the originality that helps it stand out to AI systems. It's not about being generic, it's about being genuinely helpful and unique.

Tourism Tip:

Include answers to common questions, structure content using headings and bullet points, and offer local knowledge that positions you as a trusted guide. Let your brand story and values shape the tone and substance of your answers.

The Balancing Act

For your content to thrive it should:

• Reflect your brand values, tone, and personality
• Satisfy Google and AI tools with clarity, expertise, structure
• Connect with real people through emotion, relevance, and helpfulness

Using storytelling techniques will help you to bring this all together.

Whether it’s the tale of your family-run B&B, the story of a guest’s amazing adventure, or the history behind your location, authentic stories humanise your content helping you stand out in search results, stop the scroll on social, and feed the AI engines that are reshaping how people discover travel experiences.